Skincare model Eos has discovered success reaching Gen Z ladies with daring campaigns that break magnificence advertising and marketing tropes. Now, it’s trying to do the identical in a brand new class because it branches out into males’s shaving merchandise.
Eos has unveiled the “Unmanhandle Your Face” marketing campaign, created by company of document Mischief @ No Fastened Tackle, to assist the launch of its UltraProtect shave cream line. Two adverts lambast the stereotypes typically perpetuated by present model leaders in males’s shaving.
The 30-second spots will run throughout social, paid digital and OTT, together with Netflix. “Gorilla Preventing” reveals a client selecting a bundle of Eos off the shelf, solely to have it swatted out of his hand by a person who insists he use a shaving cream that can “make you man sufficient to combat a gorilla.” His boast is instantly disproven when a gorilla bursts by the cabinets, slugs him after which provides the product again to the consumer.
“Smells Like Bros” mocks the scents of different males’s merchandise by combining them with toxically masculine traits. The identical antagonist promotes his model of alternative by saying it has “notes of whiskey and lumber with undertones of speaking over individuals” and that it “smells like mahogany and telling chicks to smile extra.” The consumer is relieved to be handed the bundle of Eos by a girl working on the retailer.
“The boys’s skincare class is already saturated with exaggerated hyper-masculinity,” Mischief affiliate artistic director Tanner Thompson stated in an announcement. “There are many merchandise for males with good jawlines and hovering crypto investments. However what concerning the regular guys who really name their mothers again and don’t make vests their persona? The blokes who simply desire a good, moisturizing shave cream? This marketing campaign, and this new product, is for them.”
Branching out into males’s shaving
The corporate determined to develop its product strains after seeing development in ladies’s shaving and discovering that many male shoppers have been already utilizing its female-focused merchandise for smooth pores and skin, Eos chief advertising and marketing officer Soyoung Kang instructed Adweek.
“Eos accounted for over half of the ladies’s class development in 2022, which created inside and exterior pleasure to enter the boys’s class,” Kang defined. “We’ve at all times been enthusiastic about increasing to incremental audiences, as a result of the Eos model promise is common: making on a regular basis routines extra superior.”
The adverts emphasize the moisturizing qualities of the model, which contains shea butter for hydration and aloe to assuage pores and skin. UltraProtect is available in three varieties: Recent Woods, Blue Surf and the fragrance-free Delicate.
